7203.TO +6.37% and Audi AG NSU.XE +2.84% are throwing their hats into the ring of potential suppliers of self-driving vehicles.

Both auto makers confirmed on Thursday that they will be demonstrating autonomous-driving features at the Consumer Electronics Show in the coming week, signaling a new effort to raise the technology's profile among consumers.

Toyota previews the Lexus AASRV, a computer-controlled car, ahead of the Consumer Electronics Show in Las Vegas next week. (Photo/Video: Lexus)

In a preview video posted to its website on Thursday, Toyota showed a five-second clip of one of its Lexus brand cars outfitted with various sensors and the caption, "Lexus advanced active safety research vehicle is leading the industry into a new automated era."

An Audi official also said the luxury-car company will be demonstrating autonomous vehicle capabilities at the Las Vegas show, including a feature that allows a car to find a parking space and park itself without a driver behind the wheel.

Toyota's prototype vehicle is a Lexus LS 600h fitted with radar and camera equipment that can detect other vehicles, road lane lines and traffic signals, giving the vehicle the ability to navigate streets without a driver. It also includes what appears to be the same roof-mounted laser that Google Inc. GOOG +1.69% has been using on its autonomous research cars. Google began testing self-driving cars in 2009.

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Before the flame wars start about which vehicle is best because of its advanced automation technology, let's keep in mind that most of the advances here were made either by university research or by Google, the car companies are late comers to this.

Before we start posting things we do not understand let it be known that car companies have been testing driverless cars since at least the 80s before Google existed so it is google that is late to this. They have cash and want to be part of the future so they became involved just years ago. Also, the universities involved (Stanford, Carnegie Mellon, University of Munich etc.) are actually being funded by car companies like VW, Toyota etc.. so please get you facts straight..here are some articles from 6-7 years ago when google was still busy perfecting its search engines

LJ745...Before the flame wars start? ...the car companies are late comers to what? For one, Toyota and Volkswagon know more about their craft than you, me or anyone from University's, Gooogle or anyone else for that matter. Ever watched the movie the Minority Report? If you havent, you should. Lexus was recruited for the movie makers to give them insight into the future of self driving or flying cars. Why do you think Audi wasnt summoned for the task at that time?...I believe somewhere around 2002 the movie came out.

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